2011 Winners & Shortlists

Brief Explanation

The main challenge was the huge number of players in the market. We need a logo that stands against the massive presence of other brands. We also need to keep the premium quality obvious.

The Brief

The old image of the client was not seen as modern and trustworthy and the image was getting lower. We need to uplift the image of the company and make it more competitive in regards of the other players in the market. However we should not loose on the premium quality that the current brand is seen as.

How the final design was conceived

The final design was based on the main activity of the brand. Chicken. To make the shape stand out, a cutout of the chicken was used against the green color. The shape of the chicken is a healthy good fed one. The green symbolizes the Saudi origin, the freshness, and Islamic Halal products. The name was written in gold to emphasize in the premium quality of the product.

Indication of how successful the outcome was in the market

From a brand that only 8% of the market was owned by them and on the urge to loose more, the sales picked up directly and people saw the freshness in approach. The products were visible from a far distance and directly recognized. The distribution was the main indicator. No return of chicken from supermarkets was needed. All the supply in the market was sold and is still being sold.